Final Report for Jeevan Dhaara_Final

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Marketing Management Project Jeevan Dhara ( We serve it pure) Submitted by: Abhimanyu Yadav Divya Jain Girish Mayank Jain Mamta Singh Purushotam Sanjeet Kr. Suman Varun Goel Page i Contents 1 Introduction........................................................................................................ 1 2 Value Delivering Process....................................................................................2 2.1 Choosing the value..................................................
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  Marketing Management Project Jeevan Dhara ( We serve it pure)  Submitted by: Abhimanyu Yadav Divya JainGirish Mayank Jain Mamta Singh Purushotam Sanjeet Kr. SumanVarun Goel  Page i  Contents 1 Introduction ........................................................................................................ 12 Value Delivering Process .................................................................................... 22.1 Choosing the value ....................................................................................... 22.2 Providing the value ....................................................................................... 22.3 Communicating the value ............................................................................. 23 SWOT Analysis .................................................................................................... 33.1 Strength ....................................................................................................... 33.2 Weakness .................................................................................................... 33.3 Opportunity ................................................................................................. 33.4 Threat ........................................................................................................... 33.5 Porter’s Generic Strategy: ............................................................................ 34 Marketing Strategies ........................................................................................... 44.1 Segmentation ............................................................................................... 44.2 Target Market ............................................................................................... 44.3 Positioning ................................................................................................... 44.4 Product ......................................................................................................... 44.5 Price .............................................................................................................. 44.6 Place ............................................................................................................ 44.7 Promotion ..................................................................................................... 45 Gathering Information and Scanning of Environment .........................................55.1 Competition .................................................................................................. 55.1.1 Normal competition: ............................................................................... 55.1.2 Potential Competition: ............................................................................ 55.2 Analyze the Macro Environment: .................................................................. 55.2.1 Needs and Trends: ................................................................................. 55.2.2 Demographic Environment: .................................................................... 55.2.3 Economic Environment: ......................................................................... 55.2.4 Socio-Cultural Environment: ................................................................ 55.2.5 Natural Environment: ............................................................................. 55.2.6 Technological Environment: .................................................................. 55.2.7 Legal Environment: ................................................................................ 66 Marketing Research and Demand Forecasting ................................................... 66.1 Define the problem & Research objectives ...................................................6Page ii  6.2 Develop the Research plan ........................................................................... 66.2.1 How the data will be collected ............................................................... 66.2.2 Sampling plan ......................................................................................... 66.3 Collecting Information .................................................................................. 66.4 Analysis of the data ...................................................................................... 86.5 Demand Forecasting ..................................................................................... 87 Creating Customer Value, Loyalty and Satisfaction ..........................................107.1 Creating customer value and loyalty .......................................................... 107.2 Creating Customer Satisfaction .................................................................. 108 Analysing Consumer Markets ............................................................................ 128.1 Cultural Factors .......................................................................................... 128.2 Social Factors ............................................................................................. 128.3 Personal factors .......................................................................................... 128.4 Motivation ................................................................................................... 138.5 Perception .................................................................................................. 148.6 Learning ...................................................................................................... 148.7 Memory ....................................................................................................... 149 Identifying Market Segments Targets ............................................................... 159.1 Bases for Segmentation .............................................................................. 159.1.1 Geographic Segment ............................................................................ 159.1.2 Demographic Segmentation ................................................................. 159.1.3 Psychographic Segmentation ............................................................... 159.1.4 Behavioural Segmentation ................................................................... 169.2 Market Targeting ........................................................................................ 1610 Dealing with Competition ................................................................................ 1710.1 Competitive Forces ................................................................................... 1710.2 Identifying Competitors ............................................................................ 1710.3 Analyzing Competitors .............................................................................. 1710.3.1 Identification of Strategic Group ......................................................... 1710.3.2 Objectives ........................................................................................... 1710.3.3 Strengths and Weaknesses ................................................................ 1710.3.4 Selecting Competitors ........................................................................ 1810.3.5 Selecting Customers ........................................................................... 1810.4 Competitive Strategy for firm ................................................................... 1810.5 Balancing Customer and Competitor Orientations ....................................18Page iii  11 Creating Brand Equity ..................................................................................... 2011.1 About Brand Equity ................................................................................... 2011.1.1 The Role of Brand ............................................................................... 2011.1.2 The Scope of Branding ....................................................................... 2011.1.3 Defining Brand Equity ......................................................................... 2011.1.4 Brand Equity as a Bridge .................................................................... 2011.2 Building Brand Equity ............................................................................... 2111.2.1 Choosing Brand Elements ................................................................... 2111.2.2 Designing Holistic Marketing Activities ...............................................2111.2.3 Leveraging Secondary Associations ................................................... 2111.3 Measuring Brand Equity ............................................................................ 2111.4 Managing Brand Equity ............................................................................. 2112 Crafting the Brand Positioning ........................................................................ 2312.1 Developing and Communicating a Positioning Strategy ...........................2312.1.1 Points-of-Difference and Points-of-Parity ............................................2312.1.2 Establishing Category Membership .................................................... 2312.2 Differentiation Strategy ............................................................................ 2312.3 Product Life-Cycle Marketing Strategy ......................................................2313 Setting Product Strategy ................................................................................. 2414 Designing and Managing Jeevan Dhara Services ............................................2615 Developing Pricing Strategies and Programs ..................................................3215.1 Setting the price ....................................................................................... 3215.2 Adaptation of price ................................................................................... 3316 Designing and Managing Integrated Marketing Channels ...............................3416.1 Level of Channels ..................................................................................... 3417 Managing Logistics ......................................................................................... 35Page iv
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